Leadership & Strategy

Team building, cross-functional collaboration, stakeholder management, analytics/insights roadmap development, insights operationalisation

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Analytics, Measurement, Research design

Brand equity modeling, choice modeling (conjoint, DCM), attribution, segmentation, experimentation design, statistical testing, mixed-method research, correspondence, TURF, forecasting, predictive & probabilistic

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Manager - Insights & Analytics (2023-Oct to 2024-Nov)

Sydney

2024 - 2023

• Responsible for managing team of 3-6 research and analytics officers and accountable for leading research, collation and consolidation of customer experience data to develop organisational view of customer experience.
• Established agency’s first centralized insights function, working directly with Executive Directors and NSW Commissioners to position analytics as core to regulatory decision-making.
• Led consultation and collaboration across multiple teams and senior executives to develop new governance and coding frameworks, incorporating ANZSIC, CRC, and HS/AHECC systems to enable dataset comparability and richer insights.
• Managed and expanded End of Tenancy Research program utilizing primary research surveys and rental bonds administrative data to inform policy decisions.
• Launched Voice of Customer (VoC) program unifying cross-divisional teams under shared data strategy, improving customer experience measurement.
• Designed and executed research strategy aligned with regulatory priorities, delivering on agency’s public commitments while influencing policy refinement across key market sectors.
• Led creation and establishment of PowerBI and Qualtrics dashboard tools, enabling trusted real-time insights for strategic decision making.
• Built sustainable roadmap for regular reporting, ensuring insights were actionable and integrated into core business operations.
• Transformed complaint and enquiry data into actionable insights linking public concerns to operational efficiency and potential regulation reform.

Analytics Lead, Australia & New Zealand (2022-Dec to 2023-Oct)
Senior Analytics Consultant (2021-Mar to 2022-Dec)

Sydney

2023 - 2021

• Responsible for managing direct team of 3 analysts and organizing workload across analytics and client servicing team of up to 8 consultants, leading execution and delivery of healthcare analytics and consulting projects for commercial insights, market insights, forecasts, real world insights and real world evidence.
• Accountable for strategic resource allocation ensuring projects delivered on time and on budget while maintaining profitability and operational efficiency.
• Scaled analytics operations to deliver trusted insights to top pharmaceutical clients such as end-to-end patient treatment journeys, forecast market shares, analyse prescriber preferences, patient profiles and drivers for likely prescription and referral patterns.
• Developed new analytical offerings and frameworks including non-compliant prescription analysis, medication behaviours with patient risk correlations, comorbidity indicators with mortality implications, clinician/prescriber analysis, and patient lifetime value analysis.
• Established and led ANZ analytics strategy and direction of analytics team, expanding commercial offerings to New Zealand through onboarding of new health datasets to the organisation, creating ETL rules, standardized data dictionary, and documentation aligned with governance framework then delivering real world patient level insights.
• Led comprehensive data governance for all ANZ clients, including establishing data quality assurance protocols, end-to-end oversight of monthly dataset updates and designing automated pipelines to enforce data dictionary rules, validate consistency, and flag anomalies.
• Drove business development through insights-driven recommendations and thought leadership in healthcare analytics.
• Gained expertise across AIHW, ABS, PBS/MBS, GP and hospital datasets, and utilizing trusted coding systems including ICD and ATC classifications.

Research Manager (2018-Mar to 2021-Mar)
Higher Duties (2020-Feb to 2020-Nov)

Sydney

2021 - 2018

• Responsible for leading and mentoring team of 2 direct reports, managing all market research initiatives for TAFE including brand tracker, leads to enrolment tracking, and marketing communications research.
• Established analytics and research hub during Higher Duties period, positioning research function as strategic capability for organisational decision-making.
• Accountable for research budgets and ensuring valuable ROI, drafting briefs and managing external suppliers as appropriate to deliver cost-effective insights.
• Led usage and consolidation of multiple TAFE datasets including EBS data (student administration and enrolment data), call centre data, Google analytics (website traffic data), along with primary market research to form comprehensive insights for reporting.
• Led half-yearly enrolment reporting for senior executives as well as delivering insights to NSW Government to secure ongoing funding for organisational initiatives.
• Designed and implemented quantitative and qualitative research programs including segmentation and offerings tuning (reach and cannibalisation analysis) to understand optimal course offerings balancing teaching staff resources with student demand preferences.
• Collaborated with IT, student sales, digital, accounts, and campaigns teams to clean and connect data into centralized system, establishing single source of truth for reliable reporting.
• Conducted complex data analysis using various tools and platforms, providing strategic recommendations based on statistical modelling and data interpretation.

Consultant (2016-Jun to 2017-Nov)

Sydney / Singapore

2017 - 2016

• Responsible for designing and managing end-to-end market research projects for pharmaceutical clients, including costing/pricing, supplier management, and ensuring project delivery on cost, on time, and to client satisfaction.
• Designed brand health and market access studies utilizing advanced analytical techniques including choice modelling, segmentation analysis, probability modelling, and predictive analytics for customer insights.
• Led prompted diary and forum research to capture longitudinal patient emotional journeys from diagnosis through treatment adherence, including lifestyle changes and support group engagement.
• Maintained key client relationships and contributed to business development through insights-driven recommendations on market trends, concept testing, brand positioning, and competitive strategy.
• Delivered strategic insights informing pharmaceutical marketing strategy and optimizing value propositions for market uptake.
• Conducted research utilizing TURF analysis, max-diff methodology, and correspondence analysis to optimize brand positioning and competitive strategy.

Account Manager (2016-Feb to 2016-Jun)
Senior Research Executive (2013-Jun to 2016-Feb)

Ipsos

Sydney

2016 - 2013

• Responsible for managing key client accounts across finance, FMCG, and healthcare industries, focusing on research design proposals, client relationship management, and budget accountability for innovation and commercial insights projects.
• Accountable for research execution and delivery across multiple industries, conducting advanced research in brand equity measurement, innovation testing, and market forecasting.
• Certified in Ipsos Bayesian Network (IBN) analytics for Australia and New Zealand, conducting probability modelling and scenario analysis for strategic decision making.
• Delivered actionable customer insights through choice modelling techniques (conjoint analysis, DCM) and segmentation methods (K-means, random forest) for brand growth strategies.
• Optimized brand positioning and competitive strategy through correspondence analysis, TURF analysis, and max-diff methodology across diverse industry sectors.
• Led prompted diary and forum research to capture longitudinal consumer behaviour and contextual insights, informing marketing strategy and value proposition optimization.

Project Manager (2011-Oct to 2013-Jun)

INSIDESTORY

Sydney

2013 - 2011

• Responsible for managing end-to-end research projects for private and public sector clients, including regulatory and policy environments.
• Championed innovative eye tracking market research combining pupil dilation, gaze tracking, and conscious response measurement to assess emotional relevance and engagement across visual media.
• Coordinated prompted diary and forum research initiatives, supporting senior researchers in capturing longitudinal consumer insights for strategic decision making.
• Managed external supplier relationships and coordinated multi-stakeholder research initiatives across diverse client requirements.
• Delivered research insights for both private sector commercial strategy and public sector policy development.

Automation & Analytics

SQL, R, Python, statistical modeling, predictive analytics, choice modelling (conjoint analysis, DCM), segmentation methods (K-means, random forest), Bayesian analytics, TURF analysis, correspondence analysis

N/A

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Data management & Visualisation

PowerBI (DAX, Power Query), Excel (VBA, Power Query), Qualtrics, Google Analytics, Q research software, Snowflake, Databricks, ETL processes, data quality assurance protocols, multi-source data integration

N/A

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Industry datasets & Classification frameworks

PBS/MBS, AIHW/ABS, GP and hospital data, ICD/ATC (healthcare), ANZSIC/CPC/HS/AHECC (multi-industry and product) classification frameworks, eye tracking technology, diary and forum research platforms

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Masters of Management in Community Management

University of Technology

Sydney

N/A

Postgraduate Diploma Psychology

Murdoch University

Perth

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Bachelor of Arts - Psychology

Macquarie University

Sydney

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